Charlotte & Asheville, NC — 2025

Brand Identity
Website Design
Copywriting
Signage & Wayfinding
Apparel

Rebranding an established eye care group with fresh attention to the customer experience.

PR Notice ︎︎︎
On The Web ︎︎︎

Reflect Vision Care changed its name from Northlake Eye, which Wayform helped establish in 2016. The previous name and identity was based entirely on the company’s location at the time. Since then, the company grew from one location to four and established a new ownership structure which benefited from a new name, brand identity, website, and clinic signage. 

The new name is meant to capture the intention to evolve as a business, one that demands a high level of service for its existing and new customers, establishing trust. This internal “reflection” is an homage to the company’s evolution and expansion and provides a visual connotation often recognized within the eye care space. Wayform helped transition the name to a new graphic identity along with new copywriting, a tagline, and fresh color palette. 

The brand strategy was intentional to avoid (almost) all eye tropes and overt eye imagery within the identity itself and supporting elements. In its place, the strongest geometric form – the circle – helped to not only “dot the i’s” in the word “vision” but also became the graphic representation of eyes. Whether perceived or not, the “dot-eyes” present the viewer with a clear and bold identity alongside “Reflect” and above “vision.” When motion graphics are introduced, these dot-eyes come to life as playful symbols of their duality as typography and eyes. 

Embroidery samples

Easy to print on site without complicated templates signage was important for the business as their needs were constantly changing. We designed simple, on brand layouts that could be easily replicated in Microsoft Word, edited with ease and hung as needed.